This chapter is from the book

Governs Environmental Marketing Claims in the United States

By Direction of the Commission

260.7 Environmental Marketing Claims

Guidance about the use of environmental marketing claims is set forth here. Each guide is followed by several examples that illustrate, but do not provide an exhaustive list of claims that do and do not comport with the guides. In each case, the general principles set forth in 260.6 should also be followed.

General Environmental Benefit Claims

It is deceptive to misrepresent, directly or by implication, that a product, package, or service offers a general environmental benefit. Unqualified general claims of environmental benefit are difficult to interpret and, depending on their context, might convey a wide range of meanings to consumers. In many cases, such claims might convey that the product, package, or service has specific and far-reaching environmental benefits. As explained in the Commission’s Advertising Substantiation Statement, every express and material implied claim that the general assertion conveys to reasonable consumers about an objective quality, feature, or attribute of a product or service must be substantiated. Unless this substantiation duty can be met, broad environmental claims should either be avoided or qualified, as necessary, to prevent